Why espousing AI and ML-integrated marketing is crucial for elevating customer experience

Personalization has taken over the reins in redefining marketing. What better than understanding the customer preference and providing precise products/ services catering to their needs. Let’s understand the powerplay of Machine Learning and AI in the current times

- Arif Kazi

In modern-day personalization has attained the peak position in driving success for any business’ marketed product or service. The machinery of traditional media started fading about a decade ago as more smartphones started making inroads in the market with cost-effective internet services and all that on the backdrop of the rising disposable income of individuals in India. Cash intensive and lacking a results-oriented approach has led the traditional marketing technique to take the back seat. Driven by the demographic approach, predominantly through traditional marketing techniques, typically physical, businesses were only able to influence a particular consumer base where they sought their flyers to be distributed, billboards to be placed, or Radio Ads running on a particular local radio channel.

But with the advent of the internet, a new world of marketing opened. This has been on the back of the widespread penetration of digital media. It has empowered the consumer to select from a wide range of choices of anything that they want to avail of, be it the type of shirt that perfectly fits them based on their previous search or hailing their favorite SUV on lease from a self-drive car aggregator for their upcoming staycation. This personalization has not arrived out of the blue but is backed by timeless pieces of data. This data is nothing but a repository of the past preferences of customers and predicts their future behavior in availing of a product or service.